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Form Analytics

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Forms are some of the most conversion-critical elements on any website. With Mouseflow's Form Analytics, you'll have the necessary data to measure the performance of all your web forms.

Not only is this a great way to improve customer experience but, with the right tweaks, it can also vastly improve your conversion rate.

Analysing the form

When you've set up a form to track, you have easy access to a number of statistics and analytical data for the entire form and for each field. Let's go through the steps:

#1 - The Form Header

 

The first thing you'll see is the two most important metrics for the form: Visits and Conversion Rate.

  • Visits tells you how many visits we've tracked to the page where your form is available.
  • Conversion Rate gives you the percentage of these visitors, who have successfully submitted the form. 

In the first line of the form report, you will also see data and toggles for the entire form:

  • Page: The path of the page were the form is found. In the example above, the form is found on the page '/contact'.
  • Timeline/details: The timeline/details-toggle allows you to change between the timeline and detailed data for the entire form report.
  • Total Interaction Number: This number represents the total amount of visitors, who interacted with the form.
  • Drop-off: This number represents the total amount of visitors who left the page, without interacting with the form.

 

#2 - The Fields

Next is the fields in the form. Each individual field will have an individual line in the report with the metrics and data pertaining to that field:

  • Name: Here you'll see the name of each field. You can change this to anything you want.
  • The Timeline visualizes the time spent on each individual field. This makes it easy for you to see if a particular field causes a delay when filling out the form.
  • In the Interaction Bar you'll see how many visitors interacted with this field.
  • In the Drop-off you can see how many visitors dropped off at this step in the form. By clicking the 'Play'-icon, you have the option of watching recordings of these visitors. 

As mentioned earlier, the timeline/details-toggle in the header allows you to change between the timeline and detailed data for the fields. This will reveal three metrics: Average Duration, Refills and Blank Submits:

  • Average Duration: The average time spent in this field.
  • Refills: The percentage of visitors who changed the input in this field, after an unsuccessful submit attempt.
  • Blank Submits: The percentage of visitors who submitted the form without filling this field.

 

#3 - The Conversions

The final step of the Form report is also the most important. Here you'll find the visitors who converted - or who failed trying to submit:

In the final lines of the form report, you'll get two of the most important metrics of the entire form: Conversions and Failed Submits

  • Conversion: These are the visitors who successfully completed and submitted your form. By clicking the 'Watch Converted'-button, you can see recording of all these visitors.
  • Failed Submits: These are the visitors who failed to successfully submit your form. 

 

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